Year: 2008
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Blog Post
Evel Knievel, corporate positioning & corporate message development – a new Velocity white paper
Roger Warner | November 25th, 2008
Velocity today announced a new white paper for technology marketers facing corporate positioning and corporate message development problems…
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Blog Post
Evel Knievel, corporate positioning & corporate message development
Engineers take the leap from tech features to Big Business Benefits like Evel Knievel approached the Snake River Canyon: they fall down. Our Hierarchy of Benefits gives you a better way to do corporate positioning and corporate message development. It provides a practical solution: the Bridge (or, for the Tarzan in all of us: the Vine).
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Blog Post
The Benefit Hierarchy in corporate positioning & message development
People believe the unimportant things you say and disbelieve the important ones. You need ‘vines’…
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Blog Post
Spamalot to the Holy Grail: a personal email journey
Neil Stoneman | November 21st, 2008
Are you a spammer? I’m sure you’re not. But I’ll cheerfully wager that some of you have, at one point, been confused for one.
According to the BBC, undercover US researchers, or white hat spammers, have finally unearthed the secret economics of a 21st century boogie man: the junk mailer. -
Blog Post
Your new content may not be as relevant as your old
Doug Kessler | November 18th, 2008
All the best B2B tech marketers are mini-publishing houses — they never stop cranking out thought-provoking content on the issues their target market cares most about. But even the best thought leaders often follow a simplistic content promotion strategy that completely ignores the idea of a sales cycle. Basically, they pump out some new content, promote it, and repeat. What they’re doing is burying the best under the newest…
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Blog Post
A really good newsletter
Doug Kessler | November 13th, 2008
We know we ‘big up’ Pär Almqvist, the Marketing Dude at VNL, quite a bit. But we thought you’d like to see what we consider a really, really good eNewsletter that Pär briefed in and designed (we wrote it for him).
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Blog Post
Cisco gets gold star for daring to do it differently
Stan Woods | November 11th, 2008
As a marketing company, we spend a lot of time trying to get attention for our clients’ latest gizmos. That’s why we applaud Cisco’s latest product launch teaser campaign.
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Blog Post
Microsoft’s baffling “I’m a PC” campaign
Doug Kessler | November 10th, 2008
Apple got a lot of attention with its “PC vs Mac” commericals. They were simple, funny, well-scripted and seemed to capture the essence of what Mac people love about their Macs. Clearly, they got under Microsoft’s skin, because the crack Seattle Rapid Response team has leapt into action (what, three years later?) with an expensive riposte: the “I’m a PC” campaign. The result is wrong in so many ways, I can’t summarise them all in a blog post.
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Blog Post
Because you’re worth it
Stan Woods | November 6th, 2008
Why are so few B2B companies as good at naming things as consumer companies? B2B could learn a lot from beauty companies like L’Oreal, which uses naming to great effect.
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Blog Post
Branding as body language
Doug Kessler | November 4th, 2008
A friend of ours who also happens to be a God of Branding sent us an article he wrote ten years ago but could have been written yesterday. He’s Axel Chaldecott, co-founder of HHCL, now the top creative on the global HSBC account at JWT. The article’s central metaphor is that a company’s visual identity is its body language…
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Blog Post
I beg you: don’t bore the bejesus out of me
Doug Kessler | October 31st, 2008
Marketing is communication. B2B marketing is bad communication.
That’s how your audience thinks about everything you put out.
Their expectations couldn’t be lower. They’ve waded through thousands of case studies and brochures and web pages from people just like you and IT’S NOT FUN. -
Blog Post
Tech marketing trapped in Plato’s Cave
Neil Stoneman | October 14th, 2008
For 2000 years we’ve been told to research and change or suffer the consequences. It’s still an issue today. Learn how one of the biggest names in the tech has been reminding itself of the danger of following processes rather than customers.